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【精品word文档】凡客诚品网上购物营销策划书
目录
1 背景分析·····················································3
2 市场分析
2.1 宏观环境分析·············································3
2.2 产业环境分析·············································4
2.3 内部环境分析·············································4
2.4 SWOT 分析················································5
3 市场定位与目标市场
3.1 市场细分·················································6
3.1.1 按网购商品种类细分·································6
3.1.2 按网购网民年龄细分·································7
3.1.3 以校园为界划细分···································8
3.2 目标市场·················································9
3.2.1 目标市场选择·······································9
3.2.2 目标客户···········································9
3.3 市场定位·················································10
4 校园宣传与推广分析
4.1 社区网络平台推广的可行性分析·····························10
4.1.1 社区网络平台宏观优势分析···························10
4.1.2 社区网络平台的受众分析·····························11
4.2 校园推广可行性分析······································12
4.2.1 校园推广网购的可行性分析···························12
4.2.2 校园宣传可行性分析·································12
5 校园营销推广策略
5.1 营销推广概述·············································13
5.1.1 营销推广目的·······································13
5.1.2 营销推广具体策略···································13
5.2 内部营销·················································13
5.3 线上关系营销·············································14
5.3.1 社区网络平台的设计·································14
5.3.2 社区网络平台具体推广·······························15
5.4 社会责任营销
5.4.1 “凡客诚品”网上购物体验导航与创业大赛·············16
5.4.2 “凡客诚品”校园营销推广策划大赛···················16
5.4.3 “凡客诚品”视频创意制作大赛·······················16
5.5 整合营销
5.5.1 消费者的需求与愿望·································16
5.5.2 消费者愿意付出的本钱·······························17
5.5.3 购置商品的便利·····································17
5.5.4 沟通···············································17
6 方案实施结果展示
6.1 社区网络平台的成果·······································
6.2 校园活动的成果···········································
7 费用预算·········································
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